Jam Game
- Brand
- Trident
- Year
- 2013
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Other
- Platform
- Installation
- Agency
- Saatchi & Saatchi
Objective
Trident wanted to link the physical act people already do with the product — chewing gum — to a piece of branded entertainment, turning a pack of Trident into the entry ticket for play. The goal was to drive consumer engagement with the brand in Puerto Rico through an interactive campaign built around that everyday habit.
Solution
A player steps up to the Trident Jam installation, gets handed a stick of Trident that doubles as their entry token, and starts chewing. A custom sensor picks up the chewing motion and turns it into the game's input as a track plays, and the player's job is to chew in time with the beat — hits on-rhythm add to the score. At the end of the session the score is tallied, with prizes on offer for the best results.
- 1
A brand activation booth for Trident Jam hands out a pack of Trident gum, which serves as the token needed to play — chewing the product is the entry requirement.
- 2
The player puts on an Arduino-based chewing controller that reads their jaw movements and feeds them into the game as input.
- 3
A track plays and the player chews in time with it; the core loop is landing chewing motions on the beat of the music.
- 4
Accurate hits on the rhythm earn points, and at the end of the session the player sees their score and is entered into a prize draw.
